Optimum Media Direction Pty Ltd
ABN 29 075 944 777company
SydneyNSW2015Major Cities of AustraliaSEIFA Decile 10
ProcurementJusticeDonationsCharityFoundationEvidenceATO2 of 7 systems
Power Score
7.0
2 systems
Total Dollar Flow
$112.6M
All sources
Contracts
$85.1M
20 contracts
Political Donations
$9K
1 parties
⚠
Revolving Door — 2 Influence Vectors
This entity operates across multiple influence channels simultaneously. Score: 9.0
Political Donor — $9K to Australian Labor Party (State of Queensland) partiesGovt Contractor — $112.6M across 6 buyers
Power Profile
Procurement
$112.6M
6 govt buyers
Donations Made
$9K
1 parties
Relationships
30
Connected entities
NSW Jurisdiction Context
Youth justice outcomes for NSW — how this entity’s operating environment is performing.
Detention rate
3.6/10K
Indigenous overrep.
22x
Cost/day (detention)
$3,200
Avg daily detained
200
↑NSW Indigenous detention rate +45% over 4 years
↑NSW nightly detention population +23% over 3 years
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Federal Contracts
| Title | Value | Buyer | Period |
|---|---|---|---|
| Skin Cancer Prevention Campaign 24/25 | $14.0M | Cancer Institute NSW | 2024-06-30 – 2025-06-29 |
| Skin Cancer Prevention Campaign 24/25 | $14.0M | Cancer Institute NSW | 2024-06-30 – 2025-06-29 |
| Media Agency Services | $5.2M | Transport for NSW | 2023-09-24 – 2024-12-30 |
| Media Agency Services | $5.2M | Transport for NSW | 2023-09-24 – 2024-12-30 |
| Anti-tobacco Campaign | $4.8M | Cancer Institute NSW | 2024-06-30 – 2025-06-29 |
| Anti-tobacco Campaign | $4.8M | Cancer Institute NSW | 2024-06-30 – 2025-06-29 |
| Media Agency Services | $3.8M | Transport for NSW | 2024-07-16 – 2024-12-30 |
| Media Agency Services | $3.8M | Transport for NSW | 2024-07-16 – 2024-12-30 |
| Media Agency Services | $3.8M | Transport for NSW | 2022-12-18 – 2025-09-29 |
| Media Agency Services | $3.8M | Transport for NSW | 2022-12-18 – 2025-09-29 |
| Advertising Services | $3.0M | Transport for NSW | 2024-09-25 – 2025-06-29 |
| Advertising Services | $3.0M | Transport for NSW | 2024-09-25 – 2025-06-29 |
| BreastScreen Campaign 24/25 | $2.2M | Cancer Institute NSW | 2024-07-10 – 2025-06-29 |
| BreastScreen Campaign 24/25 | $2.2M | Cancer Institute NSW | 2024-07-10 – 2025-06-29 |
| Media Agency Services | $2.0M | Transport for NSW | 2023-09-28 – 2024-12-30 |
| Media Agency Services | $2.0M | Transport for NSW | 2023-09-28 – 2024-12-30 |
| Advertising Services | $2.0M | Transport for NSW | 2024-09-25 – 2025-06-29 |
| Advertising Services | $2.0M | Transport for NSW | 2024-09-25 – 2025-06-29 |
| Anti-Vaping Campaign 24/25 | $1.9M | Cancer Institute NSW | 2024-06-30 – 2025-06-29 |
| Anti-Vaping Campaign 24/25 | $1.9M | Cancer Institute NSW | 2024-06-30 – 2025-06-29 |
Political Donations
| Recipient | Total | Donations |
|---|---|---|
| Australian Labor Party (State of Queensland) | $9K | 4 |
Relationships
| Entity | Type | Amount | Year | Source |
|---|---|---|---|---|
| Cancer Institute NSW | contract | $14.0M | 2024 | austender |
| TRANSPORT FOR NSW | contract | $5.2M | 2023 | austender |
| Cancer Institute NSW | contract | $4.8M | 2024 | austender |
| TRANSPORT FOR NSW | contract | $3.8M | 2024 | austender |
| TRANSPORT FOR NSW | contract | $3.8M | 2022 | austender |
| TRANSPORT FOR NSW | contract | $3.0M | 2024 | austender |
| Cancer Institute NSW | contract | $2.2M | 2024 | austender |
| TRANSPORT FOR NSW | contract | $2.0M | 2023 | austender |
| TRANSPORT FOR NSW | contract | $2.0M | 2024 | austender |
| Cancer Institute NSW | contract | $1.9M | 2024 | austender |
| TRANSPORT FOR NSW | contract | $957K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $836K | 2024 | austender |
| Department of Regional NSW | contract | $825K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $756K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $748K | 2023 | austender |
| TRANSPORT FOR NSW | contract | $737K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $628K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $529K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $524K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $516K | 2023 | austender |
| TRANSPORT FOR NSW | contract | $512K | 2023 | austender |
| TRANSPORT FOR NSW | contract | $488K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $484K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $440K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $391K | 2025 | austender |
| Customer Delivery & Transformation Division | contract | $336K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $330K | 2024 | austender |
| TRANSPORT FOR NSW | contract | $270K | 2023 | austender |
| TRANSPORT FOR NSW | contract | $270K | 2024 | austender |
| Better Regulation Division | contract | $259K | 2025 | austender |